Chapter 15. Advertising & Public Relations Flashcards
What is the goal of Advertising?
Help consumers move through the buying process
What are the main types of Advertising?
Print
Broadcast
Outdoor
Internet/Social Media
What four important decisions must Marketing Management make when developing an Advertising program?
Set Advertising Objectives
Set Advertising Budget
Create an Advertising strategy
Evaluate Ad-Effectiveness and Ad-ROI
Define Advertising Objective
The specific communication task to be accomplished with a target audience during a specific period of time. Classified by the purpose:
“Inform, Persuade, and Remind”
What are the methods for Setting and Advertising Budget?
Affordable approach
Percent of Sales
Competitive Parity
Objective and Task
What are the two major elements of an Advertising Strategy
Creating Advertising messages
Selecting Advertising media
Define the term “Madison & Vine” in Advertising
Describes the merging of advertising and entertainment in an effort to break through the clutter and reach new customers with engaging messages.
Define Native Advertising
Advertising that looks like the natural content surrounding it on the internet or other social platforms.
Define Creative Concept
The big idea that brings the advertising strategy to life in a distinctive and memorable way.
Define Message Execution
The approach, style, tone, words, and format of the ad message.
What is Consumer-Generated Content?
The incorporation of user-generated social media content in traditional and social media campaigns (ex. Dorito’s Crash the Super Bowl)
What is Consumer-Generated Content?
The incorporation of user-generated social media content in traditional and social media campaigns (ex. Dorito’s Crash the Super Bowl)
What are the major steps in selecting Advertising Media?
- Determine reach, frequency, and impact
- Choose among major media types
- Select specific media vehicles
- Choose media timing
What two types of advertising results should advertisers evaluate?
- Communication effects
- Sales and Profit effects
Define Public Relations
Consists of activities designed to engage and build relations with various publics.
What functions are included in Public Relations?
- Press relations
- Product and Brand publicity
- Public affairs
- Lobbying
- Investor relations
- Development (donors & non-profits)
What are the types of Advertising Agencies?
- Full Service (15% commission)
- Creative Boutiques
- Media Buying Services (2-4%)
- In-House
Define “Churning” in relation to Ad Agencies
Changing Ad Agencies frequently.
What is the Model for what is important in Advertising (Lecture)?
- Strategy
- Creativity
- Execution
What are the Creative types of Message Strategies?
- Unique Selling Position
- Comparative
- Demonstration
- Testimonial
- Slice-of-Life
- Fear appeal
- Sex appeal
- Humor
- Slogan & jingles
Of the Creative message strategies, which have the risk of overshadowing the product?
Fear appeal, sex appeal, and humor
Define “reach” in relation to Ad Effectiveness
The percentage of consumers who have the opportunity to be exposed to the ad at least once in a period of time.
Define “targeted reach” in relation to Ad Effectiveness
Portion of consumers reached within the target market.
What are design components in an Ad?
- Visual Hierarchy & Optical Weight
- Visual flow (“Z” shape)
- Type-dominant vs. Image-dominant
- Symmetrical vs. Asymmetrical balance
Define Semiotics
the study of signs. Focuses on the parts of a message and their interrelationship. Typically draws on references.
What does “Signifier” mean?
The material form of a sign.
What does “Signified” mean?
The thing it stands for.
What the negative critiques of Advertising?
- Subliminal Seduction (Key 974)
- Idealized Images (Social Comparison Theory)
- Gender Issues (Male Gaze)
